About C2Next
Decades in search and organic media, built for what buyer discovery looks like now, and accountable to the same pipeline numbers you are.
“This isn't the first time buyer discovery has shifted underneath us. We watched it move into search once already, and built C2Next to move with it again, this time into AI-powered discovery.”
Our story
C2Next was purpose-built as a B2B pipeline partner for the AI-discovery era. Where most agencies chase activity, we're built around a single premise: your digital demand gen requires measurable pipeline contribution.
That premise is rooted in decades of experience across paid and organic media: from the earliest days of the Search Revolution through the current shift toward AI-powered discovery. We've watched buyer behavior move across platforms before, and we built C2Next to move with it again.
Today, C2Next operates as an extension of your demand, ABM, and revenue operations teams, not a vendor working in a silo, but a partner accountable to the same pipeline numbers you are.
Leadership
Co-founder & CEO
Chris built GroupM's global search practice into the largest buyer of search advertising in the world and founded GroupM Next, WPP's innovation incubator, before leading Yieldbot and co-founding a biddable media consultancy. He started C2Next to bring that same performance discipline to digital demand, where the real measure isn't clicks but pipeline.
Co-founder & COO
Michael was Chief Technologist at GroupM Next, where he built the technology and competitive intelligence practices from the ground up. At C2Next he runs operations, leading the implementation of strategy into process, data, and day-to-day execution.
SEO & GEO Lead
Mimi has spent fifteen years making complex sites findable, from technical architecture and migrations to the measurement that proves it worked. She now leads C2Next's generative engine optimization practice, helping B2B brands earn visibility in AI answers as well as search results.
VP, AI & Biddable Media
Shawheen has led paid search and biddable media for global brands and agencies, including HBO, Wpromote and RPA. He owns C2Next's performance media practice end to end: campaign strategy, AI-driven bidding, and the measurement plumbing that connects spend to revenue.
Senior SEO & GEO Strategist
Katarina led global search at 3M, running organic and paid strategy across multiple enterprise business units, and serves on the MnSearch board of directors. She brings that enterprise rigor to C2Next's organic and AI discovery work.
Senior Digital Demand Strategist
Ian pairs hands-on paid media ownership with a builder's instinct for the tools behind it, from reporting infrastructure to client-facing dashboards. He makes sure demand programs are as measurable as they are ambitious.
Why this matters now
The funnel didn't disappear. It moved somewhere most teams still can't see it.
Modern B2B buying groups now involve multiple stakeholders, researching independently across search, social, and AI-powered discovery surfaces long before a vendor ever hears from them.
Much of that research happens in what's often called the "dark funnel": the invisible portion of the buyer journey that traditional last-click attribution was never built to see.
The C2Next response
We built our Focus, Optimize, Scale framework specifically to surface high-intent signals across biddable media, organic search, and emerging AI Discovery platforms, not just the last click before conversion.
That's what being "built for what buyer discovery looks like now" actually means in practice: measuring demand where it's really happening.
Our philosophy
A handful of beliefs shape every engagement we run.
Impressions and clicks are inputs, not outcomes. We optimize toward MQL quality, MQL-to-SQL conversion, cost per opportunity, and pipeline velocity.
Every recommendation translates back to CPL, pipeline influence, and return on ad spend: the language your CFO speaks.
We embed alongside your demand, ABM, and revenue operations teams to provide strategic clarity and execution guidance.
As AI Discovery reshapes how buyers find and evaluate vendors, we help clients maintain visibility across every emerging surface.
Get Started
An intro call is where every engagement starts: your current media mix, your KPIs, and where pipeline is breaking down today.